Master Class Marketing Strategy

CourseHeader_Marketingstrategie
Online brochure
Start- and course dates
May 30, 2023
Utrecht Campus
All start- and course dates
Duration
3 days (9:00 - 17:00)
Fees
€ 3450 (free from VAT)
Language
Dutch

The Marketing Strategy Master Class is intended for managers and marketing professionals who have a role to play in determining a marketing strategy. You know which decisions you’re making, but do you also know why? This master class introduces the main strategic marketing concepts, tools, terms and mindsets, using an inspiring and interactive approach. You learn to make more reasoned decisions, thereby improving your value as an adviser to senior management.

Participant profile

Participants are directly or indirectly involved in determining marketing strategy. Program participants are looking for deeper theoretical understanding at an academic level and practical, up-to-date applicability to a marketing strategy. They have at least 5 years of work experience and have completed a higher vocational or university degree.

Some examples of participants:
  • Marketing Manager or marketing professional
  • Brand Manager or Marketing & Communications Manager
  • Product or Proposition Manager
  • Business Development or Innovation Manager
  • Sales Manager or Category Manager
  • Marketing Intelligence Manager
  • Digital Marketing Manager
  • Management team members at medium-sized organizations
  • Commercial Manager

Why choose TIAS School for Business & Society?

  • A top-ranked business school in Executive and InCompany Education according to the Financial Times
  • All our lecturers are top academics and outstanding experts in their fields
  • Immediately applicable scientific and practice-oriented knowledge
  • Flexible learning options, tailored to your needs

Design your own track and earn your TIAS Diploma of Excellence.

Our master classes also let you design your own track and earn your TIAS Diploma of Excellence. You take five master classes, choose a concentration in personal leadership and write a final paper applying your new knowledge.

Popular tracks:

You can also choose other subjects to build your Leadership & Management track.

This master class provides you with scientific and practical knowledge and understanding and access to methods and tools that will allow you to set up and roll out a sound marketing strategy for your own organization.

What makes this program so strong and unique?

  • You learn what questions to ask and become more capable of taking the lead in defining and implementing your organization’s marketing strategy.
  • You are better equipped to make connections between marketing, your organization’s strategy and other organizational units.
  • You improve focus on value generation for your customers and know how to translate this into value creation for your organization.
  • You can put scientific concepts to use in your own day-to-day practice.

How will this program benefit you?

New market trends are popping up constantly, prompted by technological advancements for example. Customer orientation alone is no longer enough to distinguish you from the competition. Your company’s success depends on the choices customers make. How should you adapt your marketing strategy in response? What competencies, resources and activities will you deploy? What influence can you exert? This master class teaches you how to formulate a strategy that focuses on the achievement of long-term customer value. It also demonstrates how the concept of customer value can improve attention to added value for both your customers and your organization. Finally, you discover what is required to create a winning value proposition and become a customer-oriented organization.

After this master class, you will:

  • Be up-to-date on the current state of affairs in marketing
  • Know how to convert your organization’s ambitions into a marketing strategy
  • Understand which factors influence the behavior of existing and potential customers
  • Be aware of the various marketing and strategic paradigms and know how to apply them
  • Understand the importance of customer value and know how it is calculated
  • Recognize the relationships between thorough market research, customer insight and a successful value proposition
  • Know how formulating a strategy can contribute to the achievement of long-term customer value propositions
  • Be able to pinpoint your ‘dot on the horizon’: which strategic ambition are you aiming to achieve?

How will this program benefit your organization?

As an organization, you must take care not to lose your focus on your customers. Marketing is not a department, it’s a competency. A competency that’s essential if you want to achieve long-term customer value. A good marketing strategy continuously improves on existing methods and explores new ones, gets your organization moving and stakeholders to connect. Give your organization a big boost with the knowledge you gain from this master class. Get more out of the opportunities offered by your current business model and explore future business models.

  • Improve your marketing strategy through a solid scientific grounding in strategic marketing.
  • Define a new or different course based on the latest marketing insights.
  • Strengthen your organization’s customer relations through innovative, customer-oriented choices.

Program design

This three-day master class provides you with the latest scientific knowledge and practical tools in the field of strategic marketing. The Marketing Strategy Master Class will help you create more added value for both your customers and your own organization. How can you make your organization more customer-oriented and prepare it for the (digital) future? How do you calculate customer lifetime value? Take your marketing skills to a higher level and get to work on your own marketing strategy.

Program component contents

Day 1: Marketing strategy fundamentals
Our first day starts with the fundamentals of marketing strategy. We focus mainly on ambition and value. An organization expresses its ambition through the value it aims to achieve for its customers, shareholders, employees, partners and society. How does marketing contribute to this? Additionally, you gain insight into customer needs and competitive behavior. After all, a marketing strategy is only as good as the data on which it’s based.

Day 2: Creating a winning value proposition
Time for a new perspective on value propositions. The second day takes a look at what goes into the creation of distinctive value. How do you arrive at the best value proposition? A winning value proposition and a strong organization are actually two sides of the same coin. Marketing leadership can make all the difference, and on this day, we cover the subject in detail.

Day 3: Management and commercial impact
Our final day makes the important connection between a conceptual marketing mindset and its translation into commercial factors. You learn more about customer value and how this is calculated. You also improve your understanding of what digital marketing involves and its impact on organizations. What does the marketer of the future look like and how can you link your digital (IT) infrastructure and marketing?

The Marketing Strategy Master Class starts at:

NameLocationStart date
Master Class Marketing Strategy - 30, 31 May and 1 June 2023Utrecht CampusMay 30, 2023

The cost of the Marketing Strategy Master Class is € 3450 (free from VAT).

This price includes:

  • Catering packages (lunch, coffee or tea and soft drinks) during lecture periods
  • Enrollment, registration and administration costs
  • Access to online learning environment
  • Mandatory reading material, textbooks and learning resources

How do you finance your education?

You have found the program that best suits your learning goals and ambitions. But how do you finance this? There are different ways to do that. Your employer can play a role, but there are also interesting statutory regulations that you can use yourself. We list the possibilities for you.

Read about the possibilities here »

Academic Director

Rudy Moenaert
Full Professor
  • Dorkas Koenen
Jorien van Loopik-van Dijk
Jorien van Loopik-van Dijk
Program Adviser
+31 13 466 86 14

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